Bloodwise

Boots

Blood cancer charity, raising awareness, offering support to those dealing with blood cancer and researching cures

The Situation

The UK’s specialist blood cancer charity wanted to increase brand reach to increase awareness of the variety of blood cancers and the support they provide having rebranded from Leukaemia & Lymphoma Research to Bloodwise. Additionally Bloodwise wanted to increase online donations and sign-ups for fundraising sporting events.

The Solution

Keyword research identified opportunities to rank for the overarching visibility campaign to rank for keywords such as “blood cancers” and “hodgkins lymphoma”

Keyword research around event fundraising found the opportunity to rank well for keywords including “charity cycling events” and “bikeathon”

Restructured the Google Ads account with keyword optimisation, ad copy creation, inclusion of more granular site links and mobile preferred ad copy

Managed Google Ads with regular search query analysis and ad copy review to continually improve performance

Gained a number of high authority links through outreach to event and transport websites such as TFL (Transport For London)

Engaged in cycling, family and fundraising forums to build links back to the site whilst reaching target audiences

Integrated PPC, Social Media and SEO teams met regularly and planned campaigns to ensure that opportunities across each channel were fully utilised

Created Facebook Advertising campaigns which specifically targeted a cyclist audience to drive Bikeathon sign ups

Seasonal campaigns included Christmas Shop campaign set up and management across Google Ads and Google Shopping

Hit the Google Ad Grants budget cap for 2 months in a 6 month period and maintained a CTR of over 1% for 6 months to successfully upgrade the Google Ad Grants to the Google Grantspro

The Results

  • Number 1 rankings for “leukaemia research” and “leukaemia & lymphoma research”
  • 14.55% year on year increase in all site traffic
  • 11.70% year on year increase in organic traffic
  • 79% year on year increase in event sign-ups for fundraising events like Bikeathons
  • 55.12% year on year increase in PPC traffic
  • 56.25% year on year increase in PPC transactions
  • 39.90% year on year increase in PPC revenue
  • $480,000 of free Google Ads advertising funding generated by unlocking the Grantspro account
Bloodwise
79% increase in fundraising event signups

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